Moo Free chocolate obtains listings in major supermarkets in run-up to Easter

By Anthony Myers

- Last updated on GMT

Moo Free's new Easter 2024 collection. Moo Free
Moo Free's new Easter 2024 collection. Moo Free

Related tags free-from Chocolate Easter

Moo Free has announced two new products for its Easter collection, along with the re-formatting of a bestseller in a new sharing pack and the return of five popular SKUs.

Founded in 2010, Moo Free’s entire range is dairy, gluten and soya free, while also suitable for vegans. Their award-winning chocolate is sourced from ethical cocoa from Rainforest Alliance-certified farmers. The Moo Free range doesn’t use any single-use plastic, and the packaging can be fully recycled.

A spokesperson for the brand said that the growing popularity of Moo Free’s innovative range is forecasted to deliver a 30% unit volume increase on branded Easter lines versus 2023, and the 2024 Easter lineup has gained additional listings in Tesco, Sainsbury’s, Asda, Lidl, Waitrose, and Ocado.

Its latest additions to the free-from chocolate leader’s Easter offering are the new, colourful Strawberry Sundae Egg, a ground-breaking addition to the free-from category with Moo Free’s strawberry-flavoured chocolate, and the new Rocky Road Easter Egg, featuring milk chocolate with a splat of white, loaded with Moo Free’s distinctive Moofreesas biscuit rice balls, raisins, marshmallows and cinder toffee pieces.

Both SKUs are perfect gifts for chocolate lovers who are free-from or following a vegan diet. Moo Free has also re-packaged its popular Caramel Mini Eggs, which proved so successful when launched last year, in a handy sharing pouches format.

Andrea Jessop, Moo Free CEO said with the two new products, the Caramel Mini Eggs, which has recently won gold at the Free From Food Easter Awards, in the new pouches, and the five SKUs being brought back, Moo Free’s Easter offering for 2024 presents a total of eight free-from and vegan options.

“We are very proud of these latest listings, which are testimony to the hard work we put into making quality products that meet our shoppers’ needs. The free-from-chocolate market has grown significantly in the last 15 years and is now a recognised core grocery category, with Moo Free at the forefront.

“Easter is a time where consumers can feel incredibly left out, if they suffer with allergies or follow a vegan diet. We want to change all that and create unique and innovative products that everyone can enjoy, without having to compromise on taste or quality. We source the highest quality cocoa to create our chocolate and have created a range of exciting and affordable products that will bring joy to everyone’s celebrations. We look forward to another successful Easter for all our customers.”

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